Adobe CEO Shantanu Narayen describes the heated battle with hackers, his company's push into digital marketing and his relationship with Apple, in The Big Interview with WSJ tech editor Scott Austin.

This transcript has been automatically generated and may not be 100% accurate.

... I ... welcome to the big interview on Scott Austin technology editor of The Wall Street Journal ... most people think of Adobe systems for its Photoshop and Adobe reader package software programs ... but Adobe is trying to reinvent itself as a digital marketing shop here to talk about how Adobe is trying to do that is shown to noon Iranian Adobe's CEO thanks adjoining us continent ... I wanna ... start off with the ... idea what's been the news lately ... which has been hacking ... Adobe itself has come out with ... an update this week ... you know with with the reader ... and some sms or software ... how deep the problem is is it just seems to be said of escalating and has been an issue for quite awhile kitty we have ... as it relates to Adobe software tremendous distribution ... and it's incumbent on us to make sure that we stay one step ahead ... of any potential vulnerabilities and I think we've done a really good job ... of being able to do that ... I think the bigger issue that you talk about which is the ... best things increasingly move digital and computers of the way in which every business operates ... as agreements to all intellectual property ... without a doubt on site ... security inside a wall I think are critical issues for all to focus on its its ongoing ... is becoming a burden for Adobe what's a wee deceptive concentrated made its bid to them and as bring your own device becomes the traveler I just think they're more ... like that points to every tackle and so ... you know what we do as the company is to make sure that when you have flexibility associated with you know allowing people to book the way they want ... protecting your intellectual property ... is nothing more important ... how do you look at ... from an analytical perspective where the use ... of ... acts are coming from these attacks come from ... I think the effects of so much more sophisticated it's hard to exactly pinpoint one location but I think you know ... predicting a MacBook segmenting what's business critical that what's ... required ... to access the Web ... I think they're a lot of best practices that Adobe and other companies consider the sheer ... in terms of what every company should be thinking ... I wanna turn I just refer to another ... famous in the news right now with Adobe he does a little bit of controversy around pricing and we can do things come of the business model and the Australians aren't exactly very happy right now ... with ... the cost of ... your creative suite software that the package version it's much more expensive in Australia heady justify kind of higher prices again set when your when you're looking at a region like that it's legal sliding as deserving the one above is a fight Nenad states pick up some software ... fly back to Australia new stuff the money left over ... well I think is different pricing that exists for different products on across the wooden Adobe's knock you need to go ... in that would be in the space but what I would say specifically as it relates to Adobe and the rest of the Creative Cloud is the future of work we think about content creation ... and we've got to the price that ... Creative Cloud ... Software ... sheeple right now industry have been ... slower electronically distribute and so I think ... with the company said it ... is all about re inventing creative ... sweeping the creative bouts of great way for people to ... adopt the platform ... and the pricing is actually incredibly attractive on or ... after the Zito in the first Creative Cloud this is where you're you're pushing into the cloud a subscription model ... and so you can access Photoshop and all these other ... things the programs ... through the cloud and are renting a really incentive buying at the front ... um someone talk about this this business model because a lot of software companies have been reluctant ... to sort of move to this loveliness and in this ... massive cost from our ... awesome that incremental ... of payments how's that been going this transition from from ... from Packet software subscriptions ... a few years ago sought we just decided that we had ... you need the opportunity to remind created ... and out what we wanted to do was provide access to the entire suite of Adobe software ... and are really affordable price to a much broader set of cost us ... we wanted to be included in the day ... and a much more rapid pace rather than the traditional twelve Audi team on psychos that we had ... and we wanted to augment ... the court to stop offering ... with what we could do with community features in training and other plugins and tips and tricks ... and appeared of cloud lose ... the way in which we did about that one of our customers ... adoption is actually ... as we say that the fuel for earnings goal ... exceeded our expectations ... I think people view it is a more natural way to do business with us ... there are short of the fact that they have access to the latest innovation from Adobe ... we don't know but probably an updated every ... month in terms of really new compelling features for customers ... and the focus less on the individual cost him up ... when our rolling out similar offerings fourteen so that they can collaborate that ... as well as for the prizes and recommends the where ... are you really driving the future to create some customers might say well you know for time bomb to ... buy Photoshop or her will be accretive suite ... which includes the shop ... by this package tying up for the for year two years it so much more expensive for those already experimented with the creative Cloud ... the posting the photos that customer satisfaction was actually a significantly higher ... because the entire process of getting that software on the Dow stopped working ... I'm it's it's almost magical know how quickly and seamlessly that happens ... the second thing is ... we ... should not be looking at this is just ... did a real traditional Photoshop software in a different way ... now a shift to you ... on a subject that to ... got a lot of media attention probably more than the new light ... aam but it is for TVs around your flash software helped create video animation ... I think the last time we we talk to you on camera ... there is the son of a public feud ... with Steve Jobs Apple uses de emphasize flash ... for a ... time when you're moving more towards the ... mobile technology mobile web technological HTML five ... um we look back now was that so do the right decision said ... Christopher de emphasize flash we have always been about delivering great tools and solutions for people who live abroad and across a variety of devices ... iOS devices Android devices Windows based devices the Amazon Kindle ... and ... the reality today is whether you're watching NBC ... the Olympics on NBC on BBC ... chances are ... the ... software on the I pad ... was but using Adobe ... the delivery of that video was done using Adobe ... is to downloading your favorite magazine whether that's a New Yorker Vanity fair ... chances are again that's being delivered to the I pad using Adobe so ... so ... our ... mission really is whatever Digital expediency one ... we wanted the company that helps people create ... and so I think you know ... so far Nvidia view mirror the company has got stronger and stronger ... about delivering all of these great solutions that ... publishers and advertisers and marketers are using ... to get your brand your content out across all of these deposits Sony Disney on economy still there still is a lot of of ... of ... creation out their ... content creation using flash ... and so often that excites you not able to to see a figure animation ... I'm ... will we never see flash a guess on ... on Apple products first of all and ... how long has it in to take the four of these new technologies and and do these new features that suck take place ... in what is I think the EyePet about half the market ... share and in tablets ... well I think the way ... in which Adobe is solving the problem and others in solving the problem is as you think about your website ... typically what people are now doing is creating a mobile website and app and website ... and PC based website and I think the xinyi that also created TV this works ... during those websites at the back end is all Adobe software ... and we have been about business and the content management of that that to the Rio that ... the ... insertion of ads and that ... that so ... expose of new growth opportunity for dopey and soul ... of what you are seeing a city on all those devices ... is the content that you love ... but the most people will creating websites when I'll have to think about ... what's the device was the reading experience that you would like and Adobe software helps you manage all ... to what's your relationship with Tim Cook's today with Apple ... purses how does it compare with Steve Jobs ... I've been on the plus eleven we've always had a good relationship with Apple mean companies to agree to disagree on some business issues ... but it's hopeless ... and you say that one of our tech conference is actually about your half ago that you're really betting on Android when comes to tablets I mean those of Adobe ... what we really focused on with both the Creative Cloud and Marketing Cloud ... is to make sure ... that we reduce the complexity associated with getting your content your app you Video ... your calm our site ... across all of these different devices and I think that's been really driving the business ... because we stepped up ... to help reduce the complexity ... or publishers and advertisers and markets ... then a stockbroker the budget transformation to the digital marketing marketing ... um this is really a reinvention of Adobe ... I and and moving to the analytics size ... and you really ... are working with chief marketing officers but we think it's a massive opportunity for the company and I think a few years ago we saw this opportunity ... to not just focus on Oct Adobe's always been known for creativity can be created ... you know every form of media available today ... and before that the people close to the open focus not just on art ... but also the sites that the measurement associated with it to ... the back of the Bragg the back of your advertising ... that we could actually step up and be far more mission critical to customers ... he was the brand new opportunity for us it was fueled by the acquisition of on that show ... that we did about three years ago ... and now we're not to me that he does in providing technology to market as all around the world ... this is a very competitive space them and this is not an area that you can just dive into and automatically become the leader ... of ... an you're also going against some of your allies to read this the ... Micra soft and tools IBM's of the world are ... looking into this outlook space ... aam ... is that it challenges alone or with every kind of Spacey and brings a lot of competition I think what Adobe is unique ... in the ... position to capitalize on this post on heritage beginning of creation ... you know we understand the importance of brands we understand the importance of ... digital experiences ... aam is you look of the solutions that we have and this is such a broad space ... when you look of the solutions that we have ... with with expediency ... helping you to create these ... Umar Sourav entrap the websites where rapidly becoming the leader that states ... we think about Analytics in measurement With Anita in that space when you think about how much money is being spent digitally ... and was providing the great technology tools to intro that you're getting the return of investment ... with a deed in that space when you think about personalizing the expediency providing you ... with the right relevant experience on the device ... with a need in that state so Scott ... incredibly well positioned ... and what not stopping right now what are resting on Bollore Johnson recovered thousands working ... as fast as people hoped ... on mobile phones the wordy scene in that ... area ... well I think it's ok but I think that two trend is that already ... rapidly taking on the first is the amount of homeowners ... that SAC Citi be transacted on these mobile devices when you think oh what ... a company like EPA has done ... in providing a pretty compelling of mobile application ... to transact commerce ... it's actually explored and we find that when you look at what's happening on ... site the Mondeo Valentine's day give article for some older devices is actually taking off ... I think this people look at location based ... advertising and as you think Apple redid this ... was going on the stand if you haven't come with them what you wanted to invest or sunning was sold only in that space ... and I would not write this off because I think ... the future is actually incredibly bright because it just provides a more ... compelling experience in all acquisition Rhodri seen him and tech space ... activity picked up at all ... a minute activity and can personally ... from Adobe standpoint what can companies do ... with a more active with the more appetizing we bought some incredibly incredibly cool companies people in the hands here in New York and ... they have over a million customers it's a great community for the ... creative space ... we bought efficient frontier there was one of the leaders and media optimization and spend associated with that ... the other trend you're actually seeing is what we call of the Valley Apple Hires car which is you know smaller groups of incredibly talented people ... who found it to get that to try and create a product may be the product is a business is not as successful ... but getting back to uni infused into your organization to continue to drive organization ... the so the obvious KDB inactive across ... a variety of modesty is like on the Terra Macromedia ... and you know ... smaller deals ... we will just continue to find great technology and great people to keep pushing the aam will will what will we see big deals for me as well ... now the city have the capacity to do it but we think we have actually upgrade for print right now ... and there's so much opportunity associated with the still big initiatives that we have the Creative Cloud ... and the marketing cloud ... I think integrating both of these clouds and continued to provide great value ... to the broad set of customers the spoon